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advertising response function Chapter 15 competitive advertising Chapter 15 institutional advertising Chapter 15 comparative advertising Chapter 15 product advertising Chapter 15 advertising campaign Chapter 1 advocacy advertising Chapter 15 advertising objective Chapter 15 pioneering advertising Chapter 15 advertising appeal Chapter 15 A form of advertising designed to influence demand for a specific brand. A phenomenon in which spending for advertising and sales promotion increases sales or market share up to a certain level but then produces diminishing returns. Chapter 15 Chapter 15 A form of advertising that compares two or more specifically named or shown competing brands on one or more specific attributes. A form of advertising designed to enhance a company’s image rather than promote a particular product. Chapter 15 Chapter 15 A series of related advertisements focusing on a common theme, slogan, and set of advertising appeals. A form of advertising that touts the benefits of a specific good or service. Chapter 15 Chapter 15 A specific communication task that a campaign should accomplish for a specified target audience during a specified period. A form of advertising in which an organization expresses its views on controversial issues or responds to media attacks. Chapter 15 Chapter 15 A reason for a person to buy a product. A form of advertising designed to stimulate primary demand for a new product or product category. Chapter 15 Chapter 15 unique selling proposition Chapter 15 advergaming Chapter 15 medium Chapter 15 media mix Chapter 15 media planning Chapter 15 cost per contact Chapter 15 cooperative advertising Chapter 15 reach Chapter 15 infomercial Chapter 15 frequency Chapter 15 Placing advertising messages in Web-based or video games to advertise or promote a product, service, organization, or issue. A desirable, exclusive, and believable advertising appeal selected as the theme for a campaign. Chapter 15 Chapter 15 The combination of media to be used for a promotional campaign. The channel used to convey a message to a target market. Chapter 15 Chapter 15 The cost of reaching one member of the target market. The series of decisions advertisers make regarding the selection and use of media, allowing the marketer to optimally and costeffectively communicate the message to the target audience. Chapter 15 Chapter 15 The number of target consumers exposed to a commercial at least once during a specific period, usually four weeks. An arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer’s brand. Chapter 15 Chapter 15 The number of times an individual is exposed to a given message during a specific period. A 30-minute or longer advertisement that looks more like a TV talk show than a sales pitch. Chapter 15 Chapter 15 audience selectivity Chapter 15 seasonal media schedule Chapter 15 media schedule Chapter 15 product placement Chapter 15 continuous media schedule Chapter 15 sponsorship Chapter 15 flighted media schedule Chapter 15 cause-related marketing Chapter 15 pulsing media schedule Chapter 15 crisis management Chapter 15 A media scheduling strategy that runs advertising only during times of the year when the product is most likely to be used. The ability of an advertising medium to reach a precisely defined market. Chapter 15 Chapter 15 A public relations strategy that involves getting a product, service, or company name to appear in a movie, television show, radio program, magazine, newspaper, video game, video or audio clip, book, or commercial for another product; on the Internet; or at special events. Designation of the media, the specific publications or programs, and the insertion dates of advertising. Chapter 15 Chapter 15 A public relations strategy in which a company spends money to support an issue, cause, or event that is consistent with corporate objectives, such as improving brand awareness or enhancing corporate image. A media scheduling strategy in which advertising is run steadily throughout the advertising period; used for products in the latter stages of the product life cycle. Chapter 15 Chapter 15 A type of sponsorship involving the association of a for-profit company and a nonprofit organization; through the sponsorship the company’s product or service is promoted, and money is raise for the nonprofit. A media scheduling strategy in which ads are run heavily every other month or every two weeks, to achieve a greater impact with an increased frequency and reach at those times. Chapter 15 Chapter 15 A coordinated effort to handle all the effects of unfavorable publicity or of another unexpected unfavorable event. A media scheduling strategy that uses continuous scheduling throughout the year coupled with a flighted schedule during the best sales periods. Chapter 15 Chapter 15